白酒企业品牌健康诊断模型构建研究  

Research on Brand Health Diagnosis Model of Baijiu Enterprise

作　　者：何源 何亮[2] HE Yuan;HE Liang(Mianyang City College,Mianyang 621000,Sichuan,China;Tianfu College of Southwestern University of Finance and Economics,Mianyang 621000,Sichuan,China)

机构地区：[1]绵阳城市学院经济管理学院,四川绵阳621000 [2]西南财经大学天府学院现代服务管理学院,四川绵阳621000

出　　处：《酿酒》2022年第6期23-26,共4页Liquor Making

摘　　要：近年来,白酒企业在品牌力打造和品牌建设方面愈发重视消费者感受和市场反馈,以消费者行为意愿诊断企业品牌健康,运用品牌资产理论和营销漏斗,同时结合白酒企业实际和消费者市场调查实务,研究构建出“诊断项目-诊断关键指标-诊断标准”的白酒企业品牌健康诊断模型,为白酒企业自我诊断品牌健康提供应用模型和操作路径,为白酒企业制定决策品牌管理战略提供前期评价依据。Baijiu enterprises has paid more attention to consumer perception and market feedback in brand building and brand building in recent years. This paper uses the brand behavior theory and marketing funnel to diagnose the brand health of consumers based on the willingness of consumers. Combined with the practice of Baijiu enterprises and the practice of consumer market investigation, the brand health diagnosis model of liquor enterprises is constructed, which is called "diagnostic item diagnostic key diagnostic criteria". It provides an application model and operation path for Baijiu enterprises to diagnose brand health, and provides a basis for Baijiu enterprises to make decision brand management strategy.

关 键 词：白酒品牌 品牌健康 品牌资产 营销漏斗 

分 类 号：TS262.3[轻工技术与工程—发酵工程]